courtney morgan college portfolio
Post on 11-Jan-2017
32 Views
Preview:
TRANSCRIPT
MorganCourtney
TABLE of CONTENTS
CREATIVE PRESENTATIONFashion Trends – Global Fashion Publication
Fashion styling – Photoshoot
Fashion styling – trend reports
Visual Merchandising – Window Display
MARKETING COMMUNICATIONSFashion Show Production – Show Proposal
Advertising for Fashion - Marketing Plan
FASHION BUYING & DEVELOPMENT Fashion Buying – Best Seller
Fashion Buying – Creative Business Plan
CREATIVE
PRESENTATION
FASHION
TRENDS
CREATED A VISUALLY
COMPELLING PUBLICATION
BASED ON UPCOMING TRENDS
FOR SPRING/SUMMER 2017.
UTILIZED DETAILED AESTHETIC
TO CONCEPTUALIZE IDEAS AND
FORECASTED TRENDS
GLOBAL
FASHION
PUBLICATION
SKILLS
TREND FORECASTING
ANALYSIS
CONCEPTUALIZATION
LAYOUT DESIGN
This trend is all about the juxtaposition
between fragility and strength.
Hollywood rock glam, beauty with a
touch of danger. Mesh and metallic
fabrics are layered and color blocked
giving this trend an edgier feel. Slits
and vintage style construction is placed
with a body con silhouette adorned with
nail heads and metal appliques. Blacks,
silvers and pewters are layered
together in interesting ways.
Pretty in Punk
New Wave 80’s
is all about bright pop colors
and bold graphic prints in metallic
and iridescent fabrics. Color
blocking shapes with extended
shoulders and narrow bottoms put
an emphasis on a more upside
down triangle silhouette. High -
waist slits in sheath shaped
dresses and skirts, off the
shoulder tops.
NEW WAVE 80’S
The Geo–Metropolis
trend is all about triangular and mod
shapes. Architectural focus in
construction with a contrasting
relaxed and soft flow of the looks,
visually strong but physically soft
and relaxed.
GEO–METROPOLIS
CREATED A ROCK AND
ROLL THEMED
CAMPAIGN. COMPOSED
AND CREATED FULL
CONCEPT FOR STYLING,
PHOTOGRAPHY, SHOT
LOCATION AND
SELECTION.
FASHION
STYLING
FASHION
PUBLICATION
SKILLS
PHOTOGRAPHY
ART DIRECTION
COLLABORATIVE
EDITING
JOURNEY TO ROCKDOM
Vintage Furs
Latex
Chains
Sheers
Boots
And
Rock Treasures
DESTINATION ROCK
TWOFOR THE
ROAD
JEWELRY
ROCKS
DEISGNED TWO PAGE
STORY TREND REPORT
BASED ON EXTENSIVE
MARKET RESEARCH.
CREATED VISUALLY
PLEASING LAYOUT.
SKILLS
LAYOUT DESIGN
TREND ANALYSIS
MARKET RESEARCH
EDITING
Fashion
Styling
CITRUS
ROCKSTAR
Go from day to night by
layering a leather jacket over casual day wear.
CITRUS ROCKSTAR
MARCH 2016 WWW.ROGUEPUBLICATIONS.COM
Fyo
dor
Gola
n
1. Black Diagonal Zip Jacketby Emilio Pucci$934.00
2. Geometric Dangle Earrings by H&M $15.00
3. Lovell Printed Cotton-blend Midi Dressby Roksanda.$1,237.00
4. Double Sphere Spattered Globe Earrings by Forever 21$52.00
5. Laser Cut Pencil Skirtby Moschino$476.00
6. Neon Chevron Print Heelby Aquazzura.$365.00
7. Neon Citrus Clutchby Tory Burch$550.00
8. Laser Cut Platform sby Forever 21$225.00
9. Black Crocodile Caprisby Comme Des Garcons$766.00
Ver
sace
1.2. 3.
4.
5.
6.
7.
8.
9.
Bold graphic and geometric
shapes and prints with citron color blocking.
Shine on Spring Rockstar.
CITRON ROCKSTAR
MARCH 2016 WWW.ROGUEPUBLICATIONS.COM
PRO
JEC
T R
UN
WA
Y
EM
AN
UEL U
NG
ARO
1. 2.
3.
4.
5.
6.
7.
8.9.
10.
11.
1. Lemon Print Dress by Dolce & Gabanna.$2,495.00
2. Lemon Python Clutch by Proenza Schouler$1,275.00
3. Citron Strap And Buckle Heelby Aquazzura.$675.00
4. Cropped Jacket by P.A.R.O.S.H.$507.12
5. Oval Cat Eye Steampunk Style by Hi Tek Designs.$227.00
6. Black and Citron Color Blocked Heelby Aquazzura.$675.00
7. Spotted Print Graphic Clutchby Tory Burch$750.00
8. C’est Ahh Earringsby Yazbukey$95.00
9. Lemon Studded Wrist Strapby Alex and Ani$57.00
10. Chevron Jacquard Flared Trousersby Giambattista Valli$1,279.84
11. Fringed Crop Top by Roberto Cavalli$1,317.14
Created an
eye-arresting holiday window
display on Miracle Mile in
Coral Gables. Utilized the
13 elements of design.
worked with a partner in a
short time frame with a strict
budget. Utilized space by
remerchandising the store.
SKILLS
Budgeting
Construction
Time management
TEAMWORK
VISUAL
MERCHANDISING
DISPLAY COMPETTION
Construction Process
All in the Details
Jennie’s Furs Winter Whimsy On Miracle Mile
MARKETING
COMMUNICATIONS
Created AN entire production plan
including theme, vendor selection,
and event logistics. Prepared budget
based off Saks Fifth Avenue’s request
for fashion show. Used democratic
leadership to create a level platform
for all team opinions and ideas.
SKILLS
TEAMBUILDING
COMMUNICATION
STRATEGIC MANGEMENT
Event planning
SHOW PROPOSAL
Fashion Show
Production
When model go out POSE, walk to the right and all the way down to the middle, POSE again. Keep to your left and come back. Next model comes out when the first one gets to the middle.
Responsibilities • Merchandise Selection• Merchandise Loan Record • Line-up• Transport of merchandise• Backstage Plan
BackstageFloor Plan
Back drop and Set Props
Seating logisticsBackstage/Fitting Room
Set/Stage logistics
Courtney Morgan opened
her production company
in 2006 in the heart of
the Miami Design
District. After almost a
decade Courtney M.
Productions has become a
go-to staple for creative
and professional
production teams in the
Miami area and abroad.
This month Courtney M.
Productions will be
directing Saks Fifth
Avenues Open Road
Themed private trunk
show held in the Bal
Harbour Shops. She will
be accompanied by
Courtney M. Productions
elite stage team Maya
Spairani and Daniela
Pantin.
COURTNEY M. PRODUCTIONS
Created a ten step marketing
plan to stimulate brand
awareness to a specific trading
area. utilized advertising tools
and promotional tactics to
increase specific store sales in a
three month time frame.
Reinforced brand loyalty by
creating events that were built
around community support and
involvement.
SKILLS
ANALYSIS
CREATIVE THINKING
PLAN DEVELOPMENT
ST5RATEGIC THINKING
Advertising for
Fashion
MARKETING PLAN
S (specific)
Implement 10% mark up. Promote and advertise a in store auction and awareness event. 10
paintings inspired by a specific Louboutin shoe will be auctioned off on the night of the event.
Community commentary and Q & A will be hosted by Charlene Parsons, Director of Fashion
department at Miami International University. Advertising in local magazine, radio and social
media after the event and auction to reinforce the brand name making it synonymous with
community supporter.
M (measurable)
Increase sales by $100,000.00 at the Christian Louboutin Miami District Boutique.
A (attainable) Find 10 local and up coming painters from the Design District area and provide
them with a platform to sell their work. Provide light food and champagne to all clients.
R (relevant) Holding an auction to support local artists and bring awareness to the community
about the brand relates directly to the ultimate goal of making the target consumer loyal to the
brand for their involvement and support of the community.
T (time bound) Three months to achieve
STEP ONE SMART GOALS
STEP 2: PLANNING CALENDAR
June: Begin Promotion and Advertising on Miami Design District Website. Implement 10% mark up. Run ad in local magazine to announce artist auction. Find 10 well known local painters who would like to be showcased in the boutique. Secure catering and bar company contracts.
July: Track sales from June. Select bar and catering final menu. Meet with Charlene Parsons to confirm commentary. Confirm final artwork to be auctioned off. June 13th execute event.
August: Track sales from July. Send personal thank you cards to all involved in the auction as well as to every client who made a purchase. Continue follow up advertising in local magazines, social media and on radio.
September 1st measure all results in comparison with the record sales from same months in 2014.
• Young and bold woman
• Extremely active in the fashion and design
• communities in Miami
• A strong likeness to Art
• Very free spirited yet expensive lifestyle
• single or newly married
• Age of late 20’s to early 50’s
• Household income 90k+
STEP 3: TARGET CUSTOMER
STEP 4: MERCHANDISE MIX
STEP 5: PRICE
DESIGNER HEELS AND ACCESSORIES FOR THE FASHION SAVVY AND FISCALLY FIT.
PAINTING AUCTION WILL START AT $500.00 A PIECE
STORE WIDE PRICES START AT $50.00 AND EXCEED $1,000.00 IN PRICE POINT
STEP 6: PLACEMENT
161 NE 40TH STREETMIAMI, FLORIDA 33137PHONE 305.576.6820Miami.flboutique@christianlouboutin.fr
STEP 7: PROMOTION
ADVERTISING
LITE BITESAUCTION
10% Discount For Awareness Event
STEP 8: STRATEGIES• The strategy is to host a small awareness event with passed hors d’oeuvres and champagne to start creating a better relationship with the
Miami Design District community, including the artists.
• This will be done to promote the brand in the local community which is very tight.
The store will be demonstrating their interest and support in the people in the design community by providing a platform for 10
different artists who are local and well known in the artisan communities. The store will host an auction of all the paintings from each
artist whom will receive 100% of the auction profit.
• We will have commentary by Charlene Parsons who will be discussing the future for the fashion and design community. We will have no
AV system as we are going to keep the event as personal and intimate as possible. We want the community to see the brand as an asset in
support and involvement.
STEP 9: BUDGET: $25,000.00• Catering Company (50 persons): Passed Hors D’oeuvres
$8,000.00• Staffing| 8 White Lacquer Highboy Tables – 4 Hour Event
• Bar Company: 50 Bottles of Veuve Cliquot Ponsardin$2,000.00
• Advertising After the Event: i.e. Social Media, Radio, and Local Magazines
$15,000.00
STEP 10: MEASURE THE RESULTS
• Total Sales From June, July, and August 2014 $259,618.85
• Total Sales in June 2015: First Month Promotion and Advertising $112,787.92
• Total Sales in July 2015, Month of Auction and Event $129,457.85
• Total Sales in August 2015: Month After Event and Auction$140,737.19
• With Continued Local Promotion and Advertising
• Total sales from June, July, and August of 2015 $382,982.96
• Total Increase in Sales $123,364.11
Fashion Buying & Merchandise Development
SKILLS
Forecasting
Consumer Research
Analysis
Visual Acuity
Fashion Buying
Selected a best selling item based on
market analysis and trend. the item
within a trend was spotted at the intro
stage for future development , in this
case it was the alexander McQueen
tiered ruffle dress from 2015 for sales
into 2016- 2017.
BEST SELLER
Ruffled Tier Trend
MEET ALYSSA:SHE LIVES IN MALIBU CALIFORNIA. SHE IS 27
YEARS OLD AND RECENTLY GRADUATED FROM A
PRESTIGIOUS UNIVERSITY AND NOW IS IN THE
PROCESS OF OPENING HER OWN MODELING
AGENCY. SHE WAS A MODEL
AT A YOUNG AGE AND HAS ALWAYS BEEN A
LEADER. CONFIDENT AND FASHION SAVVY SHE
ENJOYS FASHION THAT IS BOLD YET EFFORTLESS.
HER HIGH INCOME ALLOWS HER A LUXURIOUS
LIFESTYLE FILLED WITH GALA DINNERS, CHARITY
EVENTS AND RED CARPET AFFAIRS.
MONETARY APPEAL
DOES THE VALUE JUSTFY THE PRICE?YES
VALUE TO CUSTOMERSQUALITY AND EXCLUSIVITY
VALUE BASED ONFASHION EXCULSIVITY, AESTHETICS, QUALITY, STATUS AND APPEARANCE
$ 5,520.00
RUNWAY STYLE
STREET STYLE
Timing chart
CUSTOMER PROFILEFemales, Innovative, Trendsetter, Savvy.
PRODUCT DEVELOPMENTReorder dress in different colors, lengths and designs.
DISPLAY IDEASShowcase merchandise in the front window accompanied by a more masculine styled mannequin with the female in the more dominant pose, emphasizing the strength in her clothing.
ADVERTISINGIncrease advertising in local fashion and design magazines. No mainstream advertising as the brand wants to remain exclusive and intimate.
Reorders
Product Development
Developed a creative
business/merchandising plan
merchandise targeted towards a
specific trading area. Utilized
local demographic statistics to
formulate a collection of
merchandise that is tailored to
the desired target market.
SKILLS
Market Research
Trend Forecasting
Business Math Analysis
Time Management
Creative Business Plan
Fashion Buying
SOL is a high-end modern boutique strategically located in The Lumbar Yard
shopping center in Malibu, California. The dominant demographic in the area
represents Sol’s targeted consumer market and presents an ideal location that
is rapidly expanding. We offer unique collections that are sophisticated and
sexy, tailored for the busy lifestyle of any globetrotting woman.
Catering to high income multicultural and
international women, Sol is the go to for
specialty apparel perfect for an elite
jetsetter life style. Sol represents affluent young
women that are bold in character,
free-spirited in heart, knowledgeable in global
affairs, and experts in fashion.
The Sol woman exudes confidence, she is bold
and intriguing, with a personality that exudes
radiance, passion, and fearlessness.
EXECUTIVE SUMMARY
CUSTOMER P
ROFILE
Intimate
Personal
Relaxed
PLANNING THE NUMBERS
SIX MONTH PLAN
KEY STATISTICS
Store size:1500 sq. ft.
Selling Space: 1300 sq. ft.
Sales per Sq. Ft: $577.00
Stock Turn: 4
Markup %: 65%
MONTH % *SALES $**STOCK TO SALES RATIO MD $
MD%TO /MO.
FEBRUARY 7% 52,500 2.80MARCH 14% 105,000 2.80 $26,250 25.0%APRIL 11% 82,500 3.00 $16,500 20.0%MAY 10% 75,000 3.00 $15,000 20.0%JUNE 10% 75,000 3.00 $11,250 15.0%JULY 10% 75,000 3.00 $15,000 20.0%
TOTAL 62% 465,000 $30,750AUGUST 10% 75,000 3.00
SPRING PLAN FEB MAR APR MAY JUN JUL TOTAL
PLANNED SALES $ 52,500 105,000 82,500 75,000 75,000 75,000 465,000
(X) STOCK TO SALES RATIO 2.80 2.80 3.00 3.00 3.00 3.00
(=) PLANNED RETAIL STOCK (BOM) 147,000 294,000 247,500 225,000 225,000 225,000 1,363,500
PLANNED RETAIL STOCK (EOM) 294,000 247,500 225,000 225,000 225,000 225,000 1,441,500
PLANNED MARKDOWN $ 26,250 16,500 15,000 11,250 15,000 84,000
PLANNED PURCHASES AT RETAIL 199,500 84,750 76,500 90,000 86,250 90,000 627,000
PLANNED PURCHASES AT COST 69,825 29,663 26,775 31,500 30,188 31,500 219,450
Assortment Plan
70
10
55
10
Total Dresses Total Maxi Skirts Total Ponchos
Total Accessories Total Foortwear
Total Apparel Total Accessories
Total Footwear
Major classifications/sub-classes % $ Average price unitsTotal dresses 70% $112,000 $1,000 112
Total maxi skirts 10% $16,000 $2,000 8Total ponchos 5% $8,000 $1,100 7Total apparel 85% $136,000 $1,071 127
Total accessories 5% $8,000 $471 17Total footwear 10% $16,000 $762 21
TOTAL apparel. Footwear. & accessories 100% $160,000 $970 165
DANGLE AND STUD EARRINGS
5%
10%
FOOTWEAR
VENDOR LIST
VENDOR LIST
Front & Forward
We have selected the following statements for the first three month opening
period. The statement are for windows, interior, website, special events, display,
and advertising.
MONTH STATEMENT DESCRIPTION
FEBRUARY Hotel CaliforniaFlowy, heavy print maxi dresses. Loose and light weight fit.
MARCH Pacific WaveSexy silhouettes with flowy fabrics in natural hues of the ocean.
APRIL West Coast Hamptons
Hamptons inspired color palette of seafoam green and toasted almond. The west coast influence adds a laid back attitude to the socialite aesthetic of the pieces.
Grand Opening
February
Hotel California
Pacific Wave
MARCH
Pacific Wave
West Coast Hamptons
APRIL
The majority of Trademark/Brand/company Logos (where utilized)
are being used for the execution and completion of school
assignments only and do not represent work completed for the
respective company as an actual client.
CONTRIBUTORSwww.vogue.com
www.wgsn.com
www.alexandermcqueen.com
www.wwd.com
www.style.com
www.etro.com
DISCLAIMER
top related